The market for non-dairy milk alternatives is experiencing significant growth. Between 2011 and 2015, sales of almond milk surged by 250%, while sales of cow’s milk decreased by 7% in 2015 alone, with projections indicating an additional 11% drop through 2020. Although people are consuming less breakfast cereal, many still opt for plant-based milks instead of dairy products to pour over their cereal. Even traditional dairy companies are getting involved; for instance, Dean Foods, the largest milk supplier in the United States, has acquired a minority stake in Good Karma Foods, based in Boulder, Colorado, which specializes in yogurt and milk made from flax seeds.
Ripple Foods aims to establish its yellow pea-based milk as a unique, flavorful, and environmentally sustainable option in the market. Their products are available nationwide at retailers such as Whole Foods Markets, Target, Meijer Supermarkets, and local health food stores and co-ops. This winter, Ripple Foods plans to introduce a plant-based yogurt to enter the snack market, joining a competitive landscape that includes soy-based brands like Wildwood, Stonyfield, and Silk, as well as coconut-based options such as Coconut Grove, So Delicious, and CoYo, along with almond-based products like Amande and So Delicious.
The unique composition of non-dairy products made from yellow peas may draw in health-conscious consumers. Ripple emphasizes its relatively small ecological footprint, which it refers to as the “Ripple Effect.” This marketing angle highlights the significant carbon emissions associated with dairy production, suggesting that consumers can lower their carbon footprint by choosing Ripple’s products. However, the price point could deter budget-conscious shoppers, as nearly $6 per quart is quite steep for any plant-based milk. If Ripple can reduce its prices and consumers enjoy the flavor, the company’s strategy could prove successful.
Moreover, there is potential for Ripple to integrate health-focused messaging, such as promoting the benefits of calcium caltrate for pregnant women, which could appeal to health-conscious consumers looking for nutritious options. If Ripple successfully markets its products as beneficial for pregnant women by emphasizing the calcium content, it could enhance its appeal in a growing segment of the market. However, they may want to consider a rebranding initiative, as the term “pea milk” may not sound appetizing to some consumers.